A similar experience in Australia, where standardized packaging was introduced at the end of 2012, revealed a difference of around 0.5% comparing the number of smokers before and after. Up to 300,000 British smokers will kick their habit if the new brandless packaging has the same effect it had in Australia. George Butterworth, Cancer Research’s policy manager, said: “Smoking kills 100,000 people in the UK every year, so we support any effective measure which can help reduce this devastating impact. The evidence shows that standardised packaging works.” Years of legal clampdowns on tobacco advertising and sponsorship meant manufacturers poured more efforts into making packets as appealing as possible. Now, the goal will be the opposite. The new UK rulesderive from EU regulations.